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Hyemi Lee Associate Professor

Department of Consumer Studies/HOKMA College of General Education

이혜미 프로필 사진 
Hyemi Lee is an Associate Professor in the Department of Consumer Studies, College of Social Sciences at Ewha Womans University. She completed her undergraduate studies with a double major in Consumer Sciences and Human Development, as well as Business Administration, at Ewha Womans University. She then earned a Master's degree in Consumer Studies from Ewha, followed by another Master's degree in Sociology from Boston College and a Ph.D. in Consumer Science from Purdue University in the United States. Her primary research areas include sustainable ethical consumer behavior and digital consumer experiences. She focuses on developing strategies to address the inconsistency between consumer attitudes and behaviors that hinder sustainable development. She is also interested in management strategies and marketing approaches that promote sustainable consumer behavior. Additionally, she is also pursuing a career as a Monitoring & Evaluation expert in the field of international development cooperation. Professor Lee has published various studies in prominent international journals, including the Journal of Business Ethics, Sustainable Production and Consumption, Sustainable Development, and the Journal of International Consumer Marketing.
  • Associate Vice President for University Relations and Development
  • Ewha-POSCO Building (Social Sciences) #202-2
  • 02-3277-4220
  • Research Interests
    • Ethical consumption/ESG, Retail tech/Big data in retail sector, Consumer Marketing, Consumer-centric monitoring & evaluation
Research Record
  • [학술지논문] Translating pro-environmental intention to behavior: The role of moral licensing effect SUSTAINABLE PRODUCTION AND CONSUMPTION, 2024, v.52 no.0 , 527-540
    SSCI
  • Understanding Consumer Perception and Behavior Toward Biodegradable Plastic Products Based on the MOA Model 아시아마케팅저널, 2025, v.26 no.4, 269-285
    KCI dColl.
  • Translating pro-environmental intention to behavior: The role of moral licensing effect Sustainable Production and Consumption, 2024, v.52, 527-540
    SCIE SSCI Scopus dColl.
  • 미세플라스틱 관련 환경 행동 유발을 위한 커뮤니케이션 고려 요인 연구: 문화 인지 유형, 위험 인식, 심리적 거리감과 부정적 감정 중심 분석 한국소통학보, 2024, v.23 no.4, 267-319
    KCI dColl.
  • 미세플라스틱 규제 수용성에 대한 영향 요인 분석: 개인의 내적 요인과 정부 신뢰를 중심으로 한국정책학회보, 2024, v.33 no.4, 303-337
    KCI dColl.
  • 미세플라스틱 위험에 대한 불확실성 인식이 대응행동 의도에 미치는 영향: 과학불신과 위험인식의 매개효과와 심리적 거리감의 조절효과 중심 Crisisonomy, 2024, v.20 no.10, 159-180
    KCI dColl.
  • 미세플라스틱 제품 사용 저감의 내적 장벽요인과 소비자 유형화 연구 소비자문제연구, 2024, v.55 no.3, 171-192
    KCI dColl.
  • 불확실성 단서 인식이 미세플라스틱 정책수용에 미치는 영향: 정부 신뢰와 문화적 세계관의 조절효과 중심 한국콘텐츠학회 논문지, 2024, v.24 no.11, 143-161
    KCI dColl.
  • [학술지논문] Understanding Consumer Perception and Behavior Toward Biodegradable Plastic Products Based on the MOA Model Asia Marketing Journal, 2025, v.26 no.4 , 269-285
    Scopus
  • [학술지논문] Literature Review of Extended Reality Research in Consumer Experience: Insight From Semantic Network Analysis and Topic Modeling✩ Asia Marketing Journal, 2024, v.26 no.1 , 45-59
    Scopus
  • [학술지논문] 미세플라스틱 관련 환경 행동 유발을 위한 커뮤니케이션 고려 요인 연구: 문화 인지 유형, 위험 인식, 심리적 거리감과 부정적 감정 중심 분석 한국소통학보, 2024, v.23 no.4 , 267-319
    KCI
  • [학술지논문] 미세플라스틱 규제 수용성에 대한 영향 요인 분석: 개인의 내적 요인과 정부 신뢰를 중심으로 한국정책학회보, 2024, v.33 no.4 , 303-337
    KCI
  • [학술지논문] 미세플라스틱 위험에 대한 불확실성 인식이 대응행동 의도에 미치는 영향: 과학불신과 위험인식의 매개효과와 심리적 거리감의 조절효과 중심 Crisisonomy, 2024, v.20 no.10 , 159-180
    KCI
  • [학술지논문] 미세플라스틱 제품 사용 저감의 내적 장벽요인과 소비자 유형화 연구 소비자문제연구, 2024, v.55 no.3 , 171-192
    KCI
  • [학술지논문] The Impact of Uncertainty Cue Perception on the Acceptance of Microplastic Policy: Focusing on the Moderating Roles of Trust in Government and Cultural Worldviews 한국콘텐츠학회 논문지, 2024, v.24 no.11 , 143-161
    KCI
  • [학술지논문] 환경블라인드스팟: 환경기술, 교육, 정책 방법론을 이용한 환경사회문제 인식 및 해결 방안 대한환경공학회지, 2024, v.46 no.5 , 231-262
    KCI
  • [학술지논문] A Study on Consumer Protection-Related Standards in ESG Evaluation and Indicators 소비자정책교육연구, 2023, v.19 no.4 , 1-25
    KCI
  • [학술지논문] The Effect of the Perceived Level of Personalization of OTT Platform Services on Consumers' PAD Dimensions and Responsive Behavior e-비즈니스연구, 2023, v.24 no.4 , 41-58
    KCI
  • [학술지논문] Effects of Health Belief on Infectious Disease Prevention Behavior - Focusing on the Moderating Effects of Social Exclusion - Crisisonomy, 2023, v.19 no.3 , 11-29
    KCI
  • [학술지논문] 우간다 여아역량강화에 대한 사회생태학적 접근 국제개발협력연구, 2021, v.13 no.2 , 27-44
    KCI
  • [학술지논문] The Impact of Cultural Orientations on Online Collaborative Consumption: the Mediating Role of Trust e-비즈니스연구, 2021, v.22 no.1 , 25-43
    KCI
  • [학술지논문] 모잠비크 재난정보시스템 구축사업 효과성 평가 사례연구 - 사용자 및 관리자 관점에서 IPA 분석을 중심으로 국제지역연구, 2021, v.25 no.2 , 93-122
    KCI
  • [학술지논문] 왜 사람들은 보는 게임에 열광하는가? 목표지향적 행동모형에 기반한 온라인 게임 영상 시청 연구 소비문화연구, 2021, v.24 no.1 , 109-131
    KCI
  • [학술지논문] What Factors of Live Streaming Commerce Appeal to Chinese Consumers? The Influences of Platform and BJ Characteristics on Purchase Intention and the Moderating Effects of Gender e-비즈니스연구, 2020, v.21 no.5 , 215-234
    KCI
  • [학술지논문] Understanding Ethical Consumers Through Person/Thing Orientation Approach JOURNAL OF BUSINESS ETHICS, 2019, v.158 no.3 , 637-658
    SSCI
  • [학술지논문] Categorization of SNSs Users Based on Extended Privacy Concerns with Personal and Collective Dimensions e-비즈니스연구, 2019, v.20 no.5 , 73-92
    KCI
  • [학술지논문] Is There a Privacy Paradox in the Online Purchasing Context?: The Study on the Effects of Privacy Concern and Online Purchasing Behavior 상품학연구, 2019, v.37 no.5 , 1-13
    KCI
  • [학술지논문] Cosmopolitanism and ethical consumption: An extended theory of planned behavior and modeling for fair trade coffee consumers in South Korea SUSTAINABLE DEVELOPMENT, 2018, v.26 no.6 , 822-834
    SSCI
  • [학술지논문] Exploring Korean Consumers' Attitudes Toward Ethical Consumption Behavior in the Light of Affect and Cognition JOURNAL OF INTERNATIONAL CONSUMER MARKETING, 2018, v.30 no.2 , 98-114
    Scopus
  • [학술지논문] The Effects of the Critical Involvement of Political Information on Consumer Boycotts through the Mediating Effects of Political Trust and Community Participation 소비자학연구, 2018, v.29 no.6 , 135-160
    KCI
  • [학술지논문] Does ethical consumption extend the civic engagement sphere? Exploring the link between ethical consumption and civic engagement in terms of Person and Thing orientations among ethical Korean consumers 소비자학연구, 2016, v.27 no.1 , 153-182
    KCI
  • [저역서] 'Health Consciousness', The International Encyclopedia of Health Communication John Wiley & Sons, Ltd, 2023, 5
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Courses

  • 2025-1st

    • Exploring the Social Sciences

      • Subject No 11304Class No 01
      • 1Year ( 3Credit , 3Hour) Fri 3~4 (POSCO363)
        • Syllabus(File)

    • Consumer Marketing

      • Subject No 36079Class No 01
      • 1Year ( 3Credit , 3Hour) Tue 2~2 (POSCO) , Fri 3~3 (153)
        • Syllabus(File)

  • 2024-2nd

    • Consumer Communication in Context

      • Subject No 36081Class No 01
      • 3Year ( 3Credit , 3Hour) Tue 2~2 (POSCO161) , Fri 3~3 (POSCO161)
        • Syllabus(File)

    • Analysis of consumption phenomenon in Modern Society1 강의 계획서 상세보기

      • Subject No 37941Class No 01
      • 3Year ( 3Credit

    • Analysis of consumption phenomenon in Modern Society2 강의 계획서 상세보기

      • Subject No 37942Class No 01
      • 3Year ( 3Credit

    • Consumer Experience Management and Experiential Marketing

      • Subject No G18035Class No 01
      • Year ( 3Credit , 3Hour) Thu 8~9 (POSCO-353)
        • Syllabus(File)

    • Artificial Intelligence and Big Data in Social Sciences 강의 계획서 상세보기

      • Subject No G90010Class No 01
      • Year ( 1.5Credit , 1.5Hour) Tue 5~5

  • 2024-1st

    • First-Year Seminar

    • Consumer Marketing

      • Subject No 36079Class No 01
      • 1Year ( 3Credit , 3Hour) Wed 3~3 (POSCO) , Fri 2~2 (151)
        • Syllabus(File)

    • Artificial Intelligence and Big Data in Social Sciences

      • Subject No G90010Class No 01
      • Year ( 1.5Credit , 1.5Hour) Tue 5~5
        • Syllabus(File)

  • 2023-2nd

    • Consumer Decision Making

    • Artificial Intelligence and Big Data in Social Sciences

      • Subject No G90010Class No 01
      • Year ( 1.5Credit , 1.5Hour) Tue 5~5
        • Syllabus(File)

  • 2023-1st

  • 2022-2nd

    • Consumer Decision Making

    • Research Methodology in Consumer Studies 강의 계획서 상세보기

      • Subject No G13775Class No 01
      • Year ( 3Credit , 3Hour) Wed 3~4 (POSCO355)

    • Artificial Intelligence and Big Data in Social Sciences

      • Subject No G90010Class No 01
      • Year ( 1.5Credit , 1.5Hour) Tue 5~5
        • Syllabus(File)

  • 2022-1st

    • Consumer Marketing

      • Subject No 36079Class No 01
      • 1Year ( 3Credit , 3Hour) Mon 5~5 , Wed 4~4
        • Syllabus(File)

    • Consumer and Retail Distribution

      • Subject No 36717Class No 01
      • 2Year ( 3Credit , 3Hour) Mon 3~3 , Wed 2~2
        • Syllabus(File)

    • Consumer Retailing Industry

      • Subject No G11516Class No 01
      • Year ( 3Credit , 3Hour) Thu 3~4 (POSCO354)
        • Syllabus(File)

    • Artificial Intelligence and Big Data in Social Sciences

      • Subject No G90010Class No 01
      • Year ( 1.5Credit , 1.5Hour) Tue 5~5
        • Syllabus(File)
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Academic Background

Purdue University Ph.D.(Consumer Science)

Boston College M.A.(Sociology )

Ewha Womans University 문학사/경영학사(소비자인간발달학과/경영학과)

Work Experience

Department Chair, Consumer Studies 2019-02-01 ~ 2021-01-31

Associate Vice President for University Relations and Development 2024-03-01 ~ 2025-07-31

Associate Vice President for University Relations and Development 2023-08-01 ~ 2024-02-29

List